企业营销的项目管理模式研究

Enterprise Marketing Project Management Model

通过对企业当前营销环境的分析,指出在营销管理中应用项目管理的必要性,并通过对当前国内外项目管理研究的综述,指出了营销项目管理模式构建的平台.在此基础上,对营销项目管理模式进行了具体的阐述,提出了营销大项目群的概念,同时,阐述了营销大项目群管理的组织结构、作用和管理的具体内容及营销中的项目活动.

By analyzing the change of the marketing environment out of enterprises,the thesis points out that it is necessary to apply the project management to the marketing management.According to the domestic and international researches in the project management field,the thesis points out the platform of Enterprise Project Management (EPM) where the marketing project management model is based on.On the basis of EPM,a systematic enterprise marketing project management model is proposed.The model consists of marketing program management and marketing project management.